Most of the data in Funnel uses date as the primary key of the dataset. This means that each piece of information in the dataset is uniquely identified and organized based on the date it corresponds to. For more detailed information, please refer to the following article: "How Funnel treats dates."

Using the date as the main way to organize marketing data is usually the best choice. That's because most marketing activities, like ads or sales, happen on particular dates. So, using dates helps keep everything organized and easy to understand.

When you're updating data where the date is the main way to identify it, you only have to send the data for the specific dates you want to change. For instance, if by the end of 2024-01-23, you had 10212 clicks and 77879 impressions, you just need to send data for that date. You don't need to send anything for 2024-01-21 or 2024-01-22.

There are specific situations where using the date as the primary key isn't practical. This is particularly true for reference tables or datasets that don't rely on time-based information. For example, it's not ideal to use dates as primary keys for datasets containing lifetime data, keyword lists, statuses, or product features and attributes.

When updating data where the date isn't the main way to identify it, you have to include all the data each time you make a change. For example, if you add a new keyword, you must resend the entire dataset, including the new keyword, rather than just sending the new addition.

The information stored in the lookup table or dateless dataset likely needs to be connected or associated with a dataset in Funnel where dates are the main identifiers. For more information on how to accomplish this, please see the following article: "How to use lookup tables when creating custom fields."
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Because the data isn't linked to a particular date, the selected date range in the Data Explorer doesn't affect what you see. Regardless of the date range chosen, you'll see the entire dataset. To verify when the dataset was last updated, look at the "LAST IMPORTED" column within the Data Sources tab of your Funnel workspace. It's important to note that there won't be any "IMPORT START DATE" or "IMPORT END DATE" columns, even if dates are included in the dataset, because no specific dates are used for indexing.

For a dateless dataset in Funnel, kindly submit a Custom Connector Request. Make sure to specify in the request that the dataset should be without dates. For more detailed information on how to submit a Custom Connector request, please see the following article: "How do I request new data in Funnel."